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- W819601602 abstract "Market research provides the foundation for effective transit service delivery. Acceptance or rejection of the system and mandated service modifications are dependent on the public's evaluation. The critical importance of sound marketing efforts emphasized the need for a basic guidebook, geared specifically to the transit industry, outlining the principles and procedures of market research. The major responsibilities of a transit market research activity are to collect data, analyze the needs and preferences of the various target markets, and, subsequently, to forecast the potential demand for transit services. Other key functions of market research within the transit field include assessing needs for services by specific target population segments, evaluating the effectiveness of service improvements and alterations, determining the public's attitude toward the transit system, and measuring the effectiveness of specific advertising campaigns and themes. Three general approaches to be used in a transit marketing capacity were discussed: (1) Sample surveys, (2) Field observation, and (3) Secondary data analysis. In comparing these three broad procedures, each has strengths and weaknesses which make them distinct methods." @default.
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- W819601602 date "1978-06-01" @default.
- W819601602 modified "2023-09-27" @default.
- W819601602 title "BASIC MARKET RESEARCH TECHNIQUES FOR TRANSIT SYSTEMS" @default.
- W819601602 hasPublicationYear "1978" @default.
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